INDIA
Park Avenue is a pioneer in the Men’s grooming space with two key businesses – Apparel and Men’s personal care products. The personal care franchise operates in multiple segments – Deodorants, Hair Care (Beer Shampoo, Styling Gels), Shaving systems (Shaving Foam, ASL), Bath & Shower (Soap, Talc) and Men’s Fragrances (EDTs/EDPs).
The Park Avenue brand enjoys a leadership position in the deodorant category (No. 2 by Market Share as per Nielsen) and has a significant awareness in the other categories. Considered as premium and good quality appealing to the well-dressed gentleman, the opportunity before the brand is to ride the boom in the Men’s personal care market.
The objective of the City Detox project was to extend Park Avenue portfolio into the skin cleansing segment by launching Men’s Face Wash under the Signature Collection.
The new range of Men’s face washes will appeal to audiences between 16 -35 years, mostly millennials, living in Metros/mini – Metros who are challenged by everyday city life along with environmental aggressors which is specifically relevant to the current circumstances due to the Covid-19 Pandemic.
The range concept helps the individual win over the challenges of city life and live - Uninhibited.
Evolve designed and delivered the new Park Avenue ‘City Detox’ sub-brand name and packaging design. This was adapted across four variant types that have been introduced into the Indian market through the E-commerce platform.
We set out to design a range of concepts that create differentiated & clutter breaking pack graphics. Since Park Avenue is a late entrant in the face wash segment, the packs needed to have distinctive recall as compared to its well-established competitors’.
The packaging needed to exude codes of premium-ness, sophisticated & understated masculinity; and not raw, rugged macho-ness. The imagery is bold, matte, minimalistic and uncluttered, which gives a premium and distinct identity to each variant while maintaining cohesiveness as a range and clearly cueing the key benefits being offered.
